Consumer behavior patterns have changed dramatically in the last 10 years. You already know that. It’s a world where anyone can get what they want when they want it, at the tap of a screen or click of a mouse. We customize the information we like, filtered by content that appeals to our sense of values and importance. This changes the way information should be programmed on every radio station. But that brings up a news programming dilemma.

News departments are filled with responsible journalists reporting the news. That’s how it’s been since radio was invented. But should we tell them what they need to know or what they want to know?

If it’s true that consumers filter the information they consume based on their personal preferences (and it IS true, whether you accept it or not), an argument can be made to reduce or even eliminate news on the air.

Taking into account that listener needs are shifting, radio resources are challenged and consumer behavior has changed, it’s time to make some adjustments. If you’re committed to regular information segments, how  choosing and delivering stories?

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Write What They Want To Know-Not What They Need To Know

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